The enormous reach and the possibility of precise targeting have made social media key to the marketing strategy of many companies. Presence in social media makes consumers aware of the brand's existence, and well-executed marketing campaigns on Facebook or Instagram can significantly influence the final purchase decision.
Consumers are increasingly looking for as much information about a product as possible before buying it. Due to the high popularity of social networking sites, they are the ones that build the brand's position, interest among users, and the desire to take advantage of the offer. According to research, almost 70% of Polish internet users use social media. It is on social media that consumers interact with content, recommend products to friends, and express opinions about purchased products.
Social media allows reaching a specific target group, so the company can attract consumers' attention and, based on the campaign's effectiveness, know what content is most encouraging and what to avoid in the future. The diversity of ads placed on social media channels (e.g., surveys, short videos, funny graphics, and real-time marketing) is a response to the different interests of recipients and distinguishes the brand from the competition.
Of course, simply being present on social media will not bring benefits if no content is published there. With our tips, both a well-known brand and a beginner FMCG company will certainly gain many new consumers. Here they are:
Posting various forms of entries, photos, or videos on social media will distinguish the brand and arouse consumer interest. Recipients most value content that evokes emotions, surprises with creativity, and is tailored to their preferences.
Instead of a large amount of text, it is worth focusing on aesthetically visual graphics and using interactive features specific to the platform (e.g., Facebook quizzes). Promoting the company by encouraging users to post their own photos with the product, for example as part of an Instagram contest, is also a good idea.
If the brand communicates in a humorous style, it can also arouse curiosity by referring to current events. It is important to use real-time marketing and create appropriate content at the right moment, because a reference to a topic from a few weeks or even days ago may already be forgotten by consumers. A good tactic is to weave in the company's product and create a graphic and/or post by referring to a current trend. For example, during the hours-long Facebook outage, the Nestle Kit Kat company published a funny post on Twitter (now social media platform X), referring to its advertising slogan "Have a break, have a Kit Kat" and emphasizing that even Facebook took a break.
A company can arouse additional interest in its products by organizing contests on social media, where small prizes will be awarded, for example, to people who publish the most interesting photos with the brand's products and share the post with their friends. In this way, recipients pass the message about the contest to other consumers who may not have had contact with the company before. It is worth creating such contests with clear rules and prizes related to the company, such as gadgets with the logo.
In social media, you can also encounter quick giveaways of, for example, samples or miniatures of new products. They are sent to people who are fastest to express their interest in the action. After receiving the package, the consumer then shares their impressions on social media and describes their feelings about the received goods.
Through cooperation with influencers who have many followers, the company builds reach and makes the content published on social media more attractive. Such a person can appear in product advertising graphics or the brand's video, but there are also other forms of cooperation. For example, the influencer can test the product themselves and record their own video with their opinion, or post photos of the products on their Instagram or TikTok channel, thus promoting the brand. We mentioned Instagram here for a reason - according to research published in 2023, over 87% of surveyed advertisers choose this social platform for cooperation with an influencer.
It is important to enter into cooperation with a person whose recipients may become consumers willing to purchase the company's products. Image inconsistency or promoting principles other than those previously held can discourage interested individuals, so the choice of influencer must be well thought out.
If you want to present your company on social media, it is worth thinking about paid advertising. Advertising campaigns on Facebook or LinkedIn are a good way to gain greater recognition and promote selected products. By setting a budget and campaign duration, the company can control the expenses related to this form of marketing.
The key issue is to define the target group and choose the appropriate content and keywords so that the ads reach the most interested consumers.
